University of Twente Student Theses


A strategy for solergy

Bakker, Geert-Jan (2012) A strategy for solergy.

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Abstract:This thesis describes the strategy formulation process for Solergy. Solergy is a small start-up company in Almelo, The Netherlands. Solergy doesn’t know how to reach its customers as a starting solar panel installer. These customers are the most important determinant for Solergies marketing strategy. This brings us to the research question of this thesis: Research question: Which strategy does Solergy need to reach its customers and gain market share? Sub questions: - A. Who are the customers and what is the most appropriate segment for Solergy? - B. Which strategy is needed to reach the customers in this segment? This thesis focuses on finding market information for Solergy. This means finding the most relevant information on the customers. This has to be done in order to find out which is the best marketing strategy. The theory of Segmenting, Targeting and positioning is used to narrow the market down. An analysis of the external opportunities helps in the strategy formulations process. Various levels of strategy are distinguished. These are the functional level and the business level. For the business level the model of Mohr, Sengupta and Slater is used. This model distinguishes the strategies of the product leader, fast follower, customer intimate and the operational excellent company. For the functional level the model of Treacy & Wiersema and the model of Lauterborn are used. The model of Treacy and Wiersema distinguishes three different approaches to the market, based on quality, price and service. The model of Lauterborn makes it possible to implement these strategies. It uses the terms: customer, cost, convenience and communication. The information is gathered by carrying out a desk research. Afterwards the information is analyzed and the relevant parts are selected. The exact nature and the methodological implication of these methods and techniques are also discussed in this research, as well as questions about the validity and reliability of the found information. The findings of this research are used to formulate a new strategy for Solergy. The essential strategic implications are: It’s the best for Solergy to follow a fast follower strategy on a business level and a service approach on a functional level. This is the best strategy to reach the targeted customers. The targeted customers are house owners. The people above the age of 50 and higher educated customers are the most interesting ones. More specific information can be found in thesis.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:88 social and public administration
Programme:Business Administration BSc (56834)
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